I Will Consume Even More This Year!
Discovering African Creatives
My 2025 New Year’s resolution? To consume more media. Specifically, to watch more films. And I’m not talking about aimlessly watching whatever’s trending, but actually broadening my perspective. For the past few years, I’ve hyper-fixated on East Asian media, films, specifically. It’s opened my eyes to the complexities of Asian culture, and in many ways, it’s made me more aware and sensitive to cultural diversity. But in doing so, I’ve kind of neglected everything else. I’ve overlooked my own culture’s media. And it’s embarrassing, honestly. I can’t even remember the last time I sat down and watched a South African film on my own accord, not some reality show, but an actual film that tells a story, something rich in culture and meaning.
Now, you might ask: why does it matter? If East Asian films speak to me more, why should I stress over not consuming anything else? Well…because I’m pretentious. That’s the short answer. I want to be well-rounded in what I consume, in the media I take in, in the cultures I interact with. I want to be able to say, “Oh, I watched a film about that” or “I watched a documentary on that” when a conversation comes up about an issue or a culture. I want to be that person who can drop some knowledge, like I’m well-versed in everything. Perhaps it’s a little bit about impressing everyone, but it’s also about being more intentional with the art I consume.
But, here’s the thing: I’ve been avoiding African media. Why?
A few days before New Year’s, I finally opened a Letterboxd account. I added all the films I could remember watching, and when I looked at my list, I felt... embarrassed. Ashamed, even. I mean, most of the films on there were from East Asia or Western countries. I had barely any South African films listed. Why? Is it internalised racism? Do I subconsciously avoid African films because I think they’re "behind" or lacking substance?
Let me be clear: I’m not embarrassed because I consumed media from other countries. I’m embarrassed because I’ve intentionally ignored African films.
I’m not alone in this either. On South African social media, people have been talking a lot about the lack of creativity in our film industry. The mainstream? Romance and family drama. And yeah, it’s boring. Or at least, that’s what people are saying. But I don’t think South African creatives lack imagination. I think they make what sells. And when you scroll through South African social media, it’s clear what sells: Mjolo content (relationship drama), reality shows like Love Never Lies South Africa, and The Ultimatum: South Africa took over TikTok and X in 2024. Channels like Moja Love are all about those endless reality TV dramas.
It can seem like the public is only interested in soap-opera-level drama. But is that really true? Or are we just conditioned to ignore everything else, to disregard any other form of storytelling because we’ve been so used to the mainstream stuff? People don’t engage with experimental stories, not because they’re bad, but because they’ve been trained to see South African media as something narrow, something they think they’ve got figured out.
And honestly? I’ve played a part in this. I’ve dismissed experimental South African media without even trying to engage with it. There’s a lot of unique, creative work being done, but I haven’t been seeking it out. I’ve been too comfortable with what I know, what’s familiar. And that feels like a problem, to me.
So, how will I overcome my deeply ingrained disregard for South African media? First, I need to let go of my FOMO. It’s okay to watch a film and not have a prominent fandom surrounding it. It’s okay if no one in my circle knows about it or cares to watch it. This is my biggest hurdle when it comes to media consumption. I crave a community. With countries that have internationally recognised film industries, even indie films come with a built-in fandom. But in South Africa, it’s harder to find a community, even for mainstream films. It feels like South African films trend for a moment, and then the trend dies, and that’s the end of it.
My biggest motivator for watching more South African media is that I can’t stand the thought of our creatives not getting the support they deserve. I mean, I love my people. I love seeing South Africans succeed in the entertainment industry, and I know we can do it. WE can make it happen if we put our minds to it. Just look at the music industry, Tyla, Uncle Waffles, and so many others are gaining international traction. And reality TV? Thriving. But what about film, series, and books? South African creatives have so much to offer, and I want to do my part in recognising their potential and encouraging them to keep creating. Even if it’s just knowing that one person is paying attention, it matters.
So, I’ve decided to expand my resolution. It’s not just about watching more South African films anymore; it’s about embracing all forms of South African creative media. My resolution is to familiarise myself with the up-and-coming creatives in South Africa and give them the recognition they deserve.